Denon appoints Madwell as AOR (Score 53)

Denon selected Madwell as its first AOR in May 2022. The remit includes the US, Western Europe, Japan and China. The agency has been tasked with implementing a global brand campaign that is scheduled for H2 of 2022. Denon produces audio equipment such as AV receivers, sound bars, headphones, earbuds and wireless speakers. 

According to Pathmatics, Denon earned 8.5m impressions YTD through Instagram ads. It placed 100% of these ads directly onto instagram.com. It spent about $65.8k on digital display ads YTD, just 21% of the $309.6k spent in this channel during the same time period of 2021. Full-year spend skyrocketed from $11.7k in 2020 to $874.7k in 2021. 

Sellers-- Denon currently utilizes a digital-first marketing strategy. I believe it is targeting millennials and Gen-Zers, considering it placed all of its ads this year directly onto Instagram. The brand has been experimenting with its marketing budget, as it significantly increased spend in 2021 before it reduced spend YTD. I predict Denon's ad spend will be more consistent in the future now that it is working with an AOR. Remember Madwell's first creative work is scheduled to debut in H2. Sellers should start reaching out soon to see what types of ad space you can offer.  

Agency & martech readers-- Agency hires commonly follow one another, so get in touch with Denon's DMs to see if it needs any more assistance. I recommend offering media buying/planning or digital assistance. Denon's parent company, Sound United, works with creative AOR Young & Laramore.